2022 Social Media Year in Review — What I learned as a second year content creator
(Last Year’s (2021) Social Media Growth Report — https://zdmgracetocultivate.medium.com/12-things-i-learned-about-social-media-through-launching-a-creative-brand-in-2021-2021-annual-c3043958da40 )
(Video presentation of this content — https://youtu.be/G8qUUrBFB9Q )
The essence of this blog or business is taking the ingredients of inexpensive resources (pen, paper and internet access) and cultivating them to produce useful products and services. Moreover, I hope that those products and services will lead to a sustainable business model. That ethos undergirds all of the work of this blog and business in general.
One way to share that information is through the digital content that is posted on our social media pages. ( Seen here https://grace-to-cultivate-llc.ck.page/815d06ce49)
Every December, I want to share the good, bad and ugly of this company’s social media journey. This article is the second installment. The first installment is featured at the top of this article is a link that explains the growth that took place over the course of the first business year in 2021. I hope that this will be a good resource for first year creators that desire to launch on social media.
This blog post is divided into four sections; a.seeks to share 7 general principles that apply to all social media platforms, b. gives the “best of” transferable nuggets from each individual platform, c. communicate my action items for next year (2023) and d. ends with a summary of my findings. Let’s begin.
A. 7 General principles for all social media marketing
- Don’t change your core message, rather learn the medium or how the platform works and reverse engineer your messaging.
There are a lot of online gimmicks designed to manipulate clicks. I think it’s important for both personal and brand integrity to stay true to your message.
Learn through observation, trial and error. I have found it effective to find many creative ways to say the same thing. Each time I post I seek to approach a topic with an angle or approach slightly different than before. Due to the time of day when you post, the cultural temperature and or the algorithm each post is different and could lead to a different outcome.
An example of this principle seen in my business has been my experience posting short clip videos (Reels on Instagram and Shorts on Youtube) or interacting with SEO on Youtube. This illustrates this point because I could do a normal post in Instagram and it gets no traction. Then post the same content as an Instagram Reel and get a lot of traction and interaction. Same message and even the same website but a different medium.
2. Consistency, consistency consistency
Every post increases your chance of building organizational relationships. Even if you don’t have the best social media strategy I would encourage a new creator to “throw it up against the wall” to see what sticks. As you consistently post you will begin to identify patterns in the way the audience receives your content.
3. Look for ways to streamline your posting process for multiple platforms.
I believe 2022 was a year where it seemed that many social media platforms were chasing TikTok’s model and popularity. Each platform developed a variation of TikTok short video posts (ie — Instagram/Facebook = Reels, Youtube =Shorts, Pinterest = Idea Pin, etc) This trend helps creators streamline their posting schedule. I found it helpful to make one IG Reel or TikTok, save the video to your phone and post it on multiple platforms.
Some creators are leery about this method because they believe that an individual platform would shadow-ban a video made on a different platform. A shadow-banned post is a post that has been administratively restricted from reaching a large number of new people due to representing a competitive or improper interest.
I will concede that it may be difficult to be featured on the social media’s platform homepage, main search area or become a viral post if you recycled a post that originated from another social media website. However, I have found that posting on multiple platforms has not slowed the normal level of engagement that often leads to slow and steady growth.
My TikTok account (https://www.tiktok.com/@gracetocultivate) is an example of this truism. At this time, most typical posts average around 200 views regardless if they were originally created or recycled (via repost) on the platform.
PS — This short video streamline process also works for dissecting long form content. I recently (event was held on 12/7/2022 which was less than a month prior to this post) got the opportunity to do a vision cast for my company at the 1 Million Cups meeting for entrepreneurs in Columbia, SC (Full Video — https://youtu.be/2ue5IgRLgwY) I cut this video into short form content and put it out in one minute increments on many channels. In less than a month these videos combined to receive over 10,000 views. (Instagram - 682, Youtube Shorts - 1,303, Tik Tok — 4,198 and Facebook — 4,289 Total amount — 10,472 )
4. Canva.com is still the MVP for all platforms
I talked about this website in detail in the 2021 blog article (seen at the top of the blog above). However, I probably use this inexpensive ( free for the basic edition and $12.99 a month for the professional account ) app for 90%+ of all of my digital resources. Metaphorically speaking, imagine if the professional quality of Photoshop met the user-friendly nature of Microsoft Word and had a “baby” to produce the Canva app. I call it the MVP because it has features that can accentuate your posts on all platforms.
5. Specificity helps the growth process
The common trend amongst growing web creators on all platforms is being specific. As a content creator it’s helpful to produce and market content in the way that your audience is likely to receive it. In general a person is more likely to subscribe if they can clearly identify what you are doing and your content adds value to their user experience.
For example people that love food or the process of cooking would clearly see the value of subscribing to the food blog or Youtube /IG Channel. Instead of having a one size fits all approach consider making specific channels that link your specific interest.
This is what my content would look like if I understood this information prior to starting. (ie. 1. “Day in the life of a professional” channel, 2. “The self publishing book business channel” 3. “Side hustle for educators channel” 4. “The book lovers channel” etc)
An existing example of this concept is the Civil Engineers Diary on Instagram. They only post the projects of civil engineers as Reels set to music. (https://www.instagram.com/civilengineersdiary/?hl=en )
6. Understand how search engine optimization or SEO impacts your desired platform.
The digital extension of the specificity argument (see #5) is displayed in search engine optimization or SEO. It means that companies can grow if they cater to the needs that are most often searched for.
For instance, if your Columbia, SC based restaurant is always at the top of the “What are the best restaurants in Columbia, SC?” search, then it increases your chances of being discovered by new clientele. Such is the case with digital content creation.
SEO helps content creators anticipate the specific needs of their target audience. I will elaborate on this concept when I am expounding on my experience with Youtube Shorts later in this blog post.
7. Be a giver not just a receiver
This is a concept that is fleshed out well in Gary Vanerchuk’s insightful book on social media marketing Jab, Jab, Jab Right Hook. In general, people don’t care what you know until you show how much you care. Think about creative ways that you can add value to your target audience and regularly invest in them.
An example of this giving mindset would be taking time to answer and interact with the posts of other creators in Facebook Groups in addition to posting for your company. Another example is to consider adding to discussions on Twitter and not only expecting interaction from others when you post. Be a giver and not just a receiver.
B. This segment focuses on the “best of” nuggets that I gleaned from each individual platform in 2022.
- Linkedin — The social media platform (Page) that grew the most consistently within my second year was my LinkedIn account. The primary reason it grew was through me taking advantage of the monthly allotted invitations.
LinkedIn gives the administrator of LinkedIn Pages (not “Groups” which is an easy mistake to make) a monthly amount of page invitations. The invitations are towards your current LinkedIn personal network. However, if the user follows your invitation they can be grouped in a page that funnels all of your company’s posts to the people within that section.
Don’t over complicate your growth strategy with LinkedIn pages. Simply set a calendar to the last or first of the month and take advantage of the invitations that you are allotted each month. It is by far the most consistent growth in all of the platforms that I used in my second year.
The first year I received 100 per month and this year I am receiving 250 invitations a month. I currently have over 1,000 subscribers which is primarily attributed to consistently sending page invitations to my personal Linked network.
This one minute Youtube Shorts video models what that LinkedIn Page growth process looks like. — https://www.youtube.com/shorts/IVMJbxnW5-A
Another reason the LinkedIn Page is helpful is because LinkedIn is primarily a professional networking website. It is expected that the direct messaging feature be used to solicit business. As I write this post I am in the process of reaching out the LinkedIn Page subscribers to let them know about my second novel Rashard Freeman Teenage Entrepreneur Book #1 — The P.U.S.H. Collective.
The Linked Page is a great resource for business owners and leaders looking to develop customer relationships.
2. TikTok — If you can’t be an artist or creative try being consistent and authentic.
Tiktok is a platform that is known for dancing and fun trends. I am not a dancer and I don’t think of myself as a silly or playful guy. However, I know that TikTok according to Inc Magazine is fastest growing social media network ever (see article — https://www.inc.com/jason-aten/tiktok-is-fastest-growing-social-media-network-ever-why-us-may-ban-it.html) and is the preferred search engine of Generation Z. (see article — https://www.nytimes.com/2022/09/16/technology/gen-z-tiktok-search-engine.html).
As a result of its cultural impact I decided to launch a page less than a year and half ago when I started my business. I have posted over 100+ video clips since that time period. Interestingly enough I just posted my most watched video this month.
That top performing post happened during my company’s vision cast reels series (pt.7 seen here — shorturl.at/uvIRU ) In the video I share why I resigned from teaching as a part of a larger speech. In my eyes the video is not flattering. Although I still stand by my decision which was done for ethical reasons, I don’t look heroic in the video. However, I infer that vulnerability of me sharing a tough time connected with the Tik Tok audience.
I don’t recommend sharing salacious information about yourself to shock the audience. However, I have found that authenticity matters to the TikTok crowd. Consider sharing your success and failures through your video content.
3. Youtube — Use Search Engine Optimization (SEO) for your Youtube Shorts
One hack that I have found to be effective is connected to the fact that Youtube is the second most popular search engine. (Forbes Magazine — shorturl.at/ruCL3 ) The hack is to consider SEO when you are creating Youtube Shorts. I have even found success in cutting up long form video content into one minute intervals. I don’t change the message but I did change the title in a way that is designed to reverse engineer the person’s search. (ie. How to launch a successful Kickstarter pt. 1) “Same Title” part 1,… part 2, …part 3 etc”) Here is an example (https://www.youtube.com/shorts/T9IkUguqy2Y_ )
Recently Youtube started a series called Shorts which according to this NY Times article was designed to help creators monetize quicker. (NY Times — shorturl.at/tMPS4) (Note — You can monetize your channel if you reach 1,000 subscribers and 4,000 watch hours in the calendar year.) If you organize your reels around the concept of most frequently searched topics it will lead to a fairly high amount of interaction. I have posted 298 video total (short and long form) and my top video is a Youtube short I put out less than a month ago. (Ironically it’s the same vulnerable content seen in my most popular Tiktok video. Seen here — shorturl.at/qzIS4 ) Four out of my top five Youtube videos (both short and long form) are Youtube Shorts.
4. Twitter — Use the direct message feature for sales and connections.
The direct message feature is an often overlooked gem. When a person follows you on Twitter you have access to talk to them via your direct messaging feature. As I sell my book I have literally been reaching out to my entire follower network with this message. It has been very effective for the people that are interested. Just make sure you send a variation of this as soon as the person follows to direct them to your desired target.
“Hey (insert first name), thanks for the follow.
I am getting ready to launch my second book “Rashard Freeman Teenage Entrepreneur: Book #1 — The P.U.S.H. Collective”on January 16th, 2023. I am giving away free pdf copies in advance to my followers that are interested. I’m only asking for a working email address to add to my enewsletter.
Would you be interested?
If so, respond with your email address and or contact information here.
My first week goal is 1,000 books sold and 100 Amazon Reviews. I will also reach out again on launch day (the 16th) for your support. Thanks in advance!
5. Facebook — Groups are different than pages.
I manage both a page (https://www.facebook.com/gracetocultivate) and a group (https://www.facebook.com/groups/636328491551555)
The difference between the two is that the page feels more like an interactive blog or website. The group feels like a discussion board, webinar and an event planner which is curated by an administrator. Both can be helpful tools. However, I have found that the page is helpful in general vision casting and getting out the word on a product or event. Conversely, the group is designed to specifically engineer a sale or event.
For instance, prior to the sale of my book I want to hold a book watch party. The group has a feature that will contact each member, give them an option to RSVP, remind them about the party and give them the forum location for the party. I also intend to directly ask them if they plan on purchasing a copy of the book through the software. So while I would recommend having a page for Linkedin I would recommend having a group for Facebook.
6. Pinterest — Pinterest as a vision cast
I have not had a lot of engagement with the Pinterest channel. A large part of that has been that I have not prioritized my post on Pinterest as I have on the other websites. That being said, I do recognize the impact of Pinterest and desire to use it more as the company grows. I found this video done by Evergreen Authors to be a great resource especially for authors who desire to use Pinterest as a social media channel to promote their books (link — https://www.youtube.com/watch?v=MhNwUwihINs)
I have found Pinterest to be a great vision cast resource. I have a vodcast called the Imagine Exposure Vodcast. The goal is helping students better reverse engineer their vocational stories through interacting with the vocational story of over 100+ established dynamic and diverse professionals (we are currently on the 33rd episode.) Whenever I am casting vision on the podcast I simply share the link to my Pinterest. It’s a great way of displaying the past guests. Moreover, Pinterest is a dynamic meme website which means if you double tap the meme it will take you directly to the video interview. Check it out (https://www.pinterest.com/gracetocultivate/imagine-exposure-vodcast-interview-guest-a-z/ )
7. Instagram — Pay attention to the algorithm “behind the curtain.”
Since launching my business’ Instagram channel, the algorithm has changed a lot. When I started the most effective style of posting was Instagram Carousels then it became Reels and now it’s on to the next feature.
While it’s probably the most important social media platform for me because so many of my peers and peer aged people have accounts I have found it to be difficult to engage. One helpful tool I have found is following Instagram Leader Adam Mosseri account — (https://www.instagram.com/mosseri/?hl=en ) and the Instagram creator account.(https://creators.instagram.com/ ) Both accounts help to shed light on new changes within the Instagram algorithm(s).
8. Anchor App — Makes content available but it doesn’t drive content to viewers.
If you desire to get into podcasting I would highly recommend the free distribution network done by the Anchor App which is an entity of Spotify (https://anchor.fm/dashboard/home and this is what the actual podcast looks like on Spotify — https://open.spotify.com/show/6oXUsNYMwVZQyeP1MkLe0A )
It’s a portal for creators to load and edit their podcast content. The only detractor is that you still have to find listeners. I would encourage you to create a system that helped you build relationships with potential listeners as you prepared to launch.
C. My 2023 Social Media Action Items -
- Learning how to become more specific. — Next year I am focusing my time on ways to succinctly connect the dots of my posts. As aforementioned it’s helpful to build a digital brand when your stakeholders know what to expect.
- Cultivate email newsletter list from social media followers / subscribers. — While I believe that social media is in some way a dynamic and diverse newsletter there are still barriers to engagement. My goal is transitioning my social media followers to my email newsletter for the purpose of direct connection. This summary landing page done by ConvertKit is a way to do that. If you have not joined my newsletter, I want to invite you to join through the link. (link — https://grace-to-cultivate-llc.ck.page/815d06ce49 )
- Sell 1,000 books and 100 podcast subscribers — Sometimes digital content creators can create for the sake of creating. While there’s nothing wrong with expressing yourself artistically, I would encourage creators to have a tangible goal in their brand. For the nonprofit creator it may be building awareness or raising money. For the businessperson it may be sales or connecting the dots to key leaders. I would encourage you to factor in one or two tangible goals that are linked to your digital content creation when developing content.
Summary — In brief, the most important element of being a content creator is consistency. To the best of your ability, have a specific theme (it could also be called your“why”, brand or thesis statement.) and create digital content around that theme. As you create content, observe the patterns that more readily connect with your target audience. From there “rinse, wash and repeat.”
If this post has been helpful please like this blog and subscribe to my newsletter. My newsletter and social media (@gracetocultivate) links can be seen in the summary landing pad link below. Have a great year and be encouraged! (summary landing pad link — https://grace-to-cultivate-llc.ck.page/815d06ce49 )
